Guinness releases first 60-second Instagram video for 'Made of more' campaign

Guinness: the black-and-white spot tells the story of record producer John Hammond
Guinness: the black-and-white spot tells the story of record producer John Hammond

Guinness has unveiled a campaign celebrating John Hammond, the US record producer who defied racial segregation to promote black artists.

The spot, filmed in atmospheric black and white, is set in the 1930s, when segregation was commonplace.

Black and white musicians rarely played together at the time, and club audiences were often restricted on the basis of skin colour.

Hammond, however, was undeterred by issues of colour or race, and put musicians who played "great jazz" on his radio show. He went on to discover Billie Holiday and Aretha Franklin.

The spot, part of Guinness' 'Made of more' campaign, was produced by AMV BBDO. It features a remix of big-band leader Benny Goodman's version of the jazz standard 'Sing Sing Sing'. 

Guinness has taken a social-first approach with the campaign, becoming the first brand to launch a 60-second video spot on Instagram in the UK and Ireland. The campaign is supported by TV, social and PR.

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free